Online Experiences
As COVID-19 began to spread rapidly in late March, Airbnb made the difficult decision to suspend all Experiences around the world. Though it was the right thing to do, it left tens of thousands of hosts at home with no guests or platform to share what they love with the world.
Inspired by several Airbnb Experience hosts, our creative team partnered with cross-functional teams to launch Online Experiences in two weeks. As Creative Lead, I was responsible for establishing messaging, storytelling, and launch strategies.
Given the constrained conditions, we built a production plan for a global user-generated content capture. Over 11 days, we attended and screen captured over 150 beta experiences in 30 countries around the world. We twerked, danced like K-pop stars, attended virtual tupperware parties, learned to mime, and meditated with a Buddhist monk—all from home. From there, we created a launch film as well as several cutdown assets that lived across social channels and product touchpoints.
In the first three weeks, guests in over 106 countries booked at least one experience—and almost all left perfect reviews. It’s currently the fastest growing product in company history.
Team: Alex Tieghi-Walker, Max Gawell, Sam Salehian Hultqvist, Alex Anderson, Chris Lynch, Aly Pullman, Lauren Parker, Jessica Hägg, Marguerite Carter, Jan Roeykens, Christian Baker, and many more.